Developing markets outside of Quebec and showcasing Quebec culture internationally

Canada (Quebec)
Objectifs clefs de la mesure:

The Government of Quebec would like to strengthen the development of markets for Quebec culture, as well as ensure that Quebec culture is showcased internationally.

Consequently, the Ministere de la Culture et des Communications (MCC) is working in close collaboration with the Conseil des arts et des lettres du Quebec (CALQ), the Societe de developpement des entreprises culturelles (SODEC), the Ministere des Relations internationales et de la Francophonie (MRIF) and representatives of Quebec abroad to ensure that they provide a role for coordinating international cultural action.

One of the key areas is the development of markets for Quebec culture in what are considered priority areas and sectors. The goal is for culture to become an important development lever for Quebec on the international stage. The purpose of these measures is also to improve living conditions artists, people doing cultural work and creators. The objective of these measures is to help the cultural sector to maintain its gains, increase its presence on the international stage and develop markets outside of Quebec to give added value to Quebec cultural products and creation.

One of the priorities of Quebec's International Policy, adopted in 2006, is also to develop skills and instruments to better plan and organize marketing for Quebec's cultural products and demonstration abroad and to help promote Quebec culture internationally. To accomplish this, the Government of Quebec is notably working towards strengthening the collective presence of artistic organizations and businesses at international events, festivals and fairs .

Périmètre de la mesure:
National, International
Nature de la mesure:
financial, institutional
Principale caractéristique de la mesure:

Trade missions

Since 2014, a cultural dimension has been included in the Quebec premier's international missions, including integrating cultural businesses and organizations into multi-sectoral trade missions. To accomplish this, the MCC is working in close collaboration with the MRIF and the Ministere de l'Economie, de la Science et de I'Innovation. In addition, activities to develop cultural markets are included in most of the premier's missions abroad.

Assistance programs

Through its Projects Assistance Program - appel pour l'invitation a des diffuseurs et programmateurs hors Quebec (available online in French only) the MCC is supporting the reception of buyers outside of Quebec at several international events and festivals held in Quebec in order to establish contact with Quebec's cultural offerings. The CALQ also offers programs that support international activities that are divided into grants for artists and grants for organizations. The SODEC offers the programme d'aide a I'exportation et au rayonnement culturel (Sodexport) (available online in French only), which helps support the dissemination of Quebec work in the international market and the development of markets for cultural businesses.

Cultural showcases

With support from the CALQ, SODEC and MRIF, the MCC is helping to finance Quebec cultural showcases or collective presences (available online in French only) at events abroad where a portion of the programming is dedicated to Quebec creativity.

Budget and market development

An annual budget for developing cultural markets is granted to Quebec representations abroad with a cultural mandate to support the actions of cultural attaches through their partners in the area.

International cooperation

See sections 2.2.2 and 2.2.3.

Ad hoc activities

The MRIF supports several ad-hoc actions to foster the promotion and recognition of Quebec's cultural distinctiveness and creativity, as well as its promotion on the international stage.

Résultats attendus de la mise en œuvre de la mesure:

Through various measures, the Government of Quebec expects to strengthen the development of markets in areas and sectors that have been deemed a priority and ensure that Quebec's culture is showcased internationally. The goal is therefore for these measures to have positive repercussions on the cultural sector, notably by improving living conditions for artists, people doing cultural work and creators.

Since 2012, three of the Quebec premiers' international missions have included cultural businesses and organizations:
- China (October 2014): 4
- France (March 2015): 4
- Mexico (October 2015): 5

For the 2012-2013 and 2014-2015 fiscal years, 76 editions of major Quebec festivals and events to welcome broadcasters, programmers, publishers and journalists from outside Quebec and 40 cultural showcases and collective presences abroad were notably supported by the MCC. For example, Quebec was the guest of honour at the 2015 Brussels Book Fair (available online in French only) which was an exceptional showcase for Quebec authors and publishers. Quebec's attendance at this event was made possible thanks to the collaboration of several stakeholders, including Quebec Edition, the SODEC, the CALQ, the MRIF, the MCC and the Quebec Government Office in Brussels.

In addition, several forms of ad-hoc support have helped with the promotion, recognition and showcasing of Quebec culture. For example, in 2014 slam poet IVY, along with the Jerome Beaulieu jazz trio, received support for their participation in cultural programming activities at the sidelines of the 15th Francophonie Summit held in Dakar in November 2014. In addition to stage performances, IVY gave a slam poetry workshop to Senegalese youth.

Ressources financières allouées à la mise en œuvre de la mesure:

In 2014-2015, the international action budget allocated to the ministerial portfolio was $CAD 14.2M. Amounts for ad-hoc activities supported by the MRIF are unavailable.